| Abstract: | Participants read a positive or negative (mock) political advertisement that was sponsored by either an in-group (subject and sponsor were members of the same political party) or an out-group (subject and sponsor were members of different political parties) member. The results found support for a black-sheep effect. An in-group sponsor of a positive advertisement was evaluated more positively than any out-group member, regardless of advertisement type, or an in-group member who sponsored a negative advertisement. However, an in-group sponsor of a negative advertisement was evaluated more negatively than either an in-group sponsor of a positive advertisement. or an out-group sponsor. regardless of advertisement type. The results are discussed in terms of social identity theory. |
